Global anti-aging skincare player Perricone MD says it sees the inflight channel as a priority to grow its exposure in global travel retail.

Speaking at an event in London to mark the official launch of its new H2 Elemental Energy collection, David Allan, General Manager, Perricone MD told TRBusiness: “We are focusing a lot on inflight and are doing an increasing job from London with European airlines, we are also in the far east on Cathay Pacific and in some airports in North America.”

While nothing has been agreed as yet, the brand is currently in discussions with existing airline partner British Airways, Nordic Air, Jet2 and Aer Lingus to potentially list selected items from the new range, which includes the aptly named hero brand Hydrating Cloud Cream. The brand is yet to establish a presence in UK airports.

“British Airways is the platform to extend beyond,” comments Allan. “Our focus will remain on airlines not airports – although there are more restrictions in terms of [onboard] range offering, it is a more effective business for us.

“Airports are more difficult to make money due to margins and staffing costs; in terms of plans for airlines we have nothing agreed yet,” Allan states.

“Our expectation is to focus on Cloud Cream and look to add that to existing listings with BA – those discussions are still happening.”

FIVE DISTINCT PRODUCTS

The US brand’s new products, which launch from April in domestic markets, include the Hydrating Booster Serum ($100), De-Puffing Eye Gel ($75), Firming Foam Mask ($50) and the aforementioned Hydrating Cloud Cream ($80).

Its H2 Elemental Energy Complex contains an innovative Hydrogen formula that rapidly penetrates the skin’s surface to deliver powerful hydration benefits without the need for a thick and heavy cream.

The formula works to activate and energise surface skin cells by harnessing cellular energy to increase hydration and prevent the effects of dehydrated and tired-looking skin.

Flagship brand Hydrating Cloud Cream is a light, airy cream that delivers a fresh, hydrating sensation to prevent loss of moisture with all the benefits of a rich moisturiser.

The Hydrating Booster Serum helps smooth dehydrated skin, counteracting the effects of dehydration by providing deep moisture and improving the skin’s water balance.

Available in a lightweight gel moisturiser format, ideal for sensitive skin, the De-Puffing Eye gel helps reduce the appearance of lines and provides smoothing, cooling hydration.

A concentrated, bi-weekly treatment of the Firming Face Mask instantly foams on application, providing a cooling sensation while energising, nourishing and revitalising the skin.

In a final addition, the Advanced Renewal Infusion Serum ($255) is an intensive anti-aging treatment booster that uses a highly concentrated complex to re-activate the skin’s natural energy for a youthful, radiant look. The four-piece kit is intended for application three to four times per year to reset, replenish, refine and hydrate the skin.

HYDROGEN-BASED HYDRATION

Perricone MD, a company that celebrates 20 years in the skincare business in 2017, owes its provenance to Dr. Nicholas Perricone’s scientific research on dermatological health and wellness.

During his time at medical school, Perricone established important connections between inflammation and disease and its proprietary effects on the skin’s ageing process, leading him to develop the Inflammation-Aging Theory.

This posits that invisible, chronic, sub-clinical inflammation is responsible for many diseases – and often those associated with the ageing process.

What followed was the development of a three-tiered programme: anti-inflammatory diet, anti-inflammatory nutritional supplements and anti-inflammatory topicals, which led to more than two decades of research studying the effects of anti-oxidants on the skin.

The H2 Elemental Energy collection formula is derived from hot springs that are anti-inflammatory and rich in Hydrogen.

“The way Hydrogen works is very different to the way other ingredients work, there are so many ways inflammation occurs and ways to address it,” Dr. Christopher Caires, Chief Innovation Officer, Perricone MD told the audience during the launch.

“We think there are two theories on how Hydrogen works,” he continued. “It’s a really good anti-oxidant and neutralises dangerous free radicals in a unique way, and it seems to cause cells to produce more energy – that’s really important.

“By increasing energy production in the skin, you begin to see the skin hydrate itself.”

Caires admits that the synergistic benefits of Hydrogen-based treatments are not fully known, which makes it an exciting proposition.

“We want Hydrogen to be accessible to a broad user base, whether it’s serums or masks it can be incorporated into their regime.”